Of course, it does and so does every business. The question is – Is your marketing an asset, or a liability? Another great question to ask is this. Whether it is a liability, or an asset – What do we need to do in order to improve it.
I have been asked to become a ‘Dragon’, a bit like ‘Dragons Den’ for the Youth Enterprise Council at a meeting in Farnham on 1st Nov.
The idea is the six teams of young people 15 to 16-year-olds pitch their business in front of me and other ‘dragons’. We select the one that I think is the best business and they get a prize. I’m offering them a free copy of my ‘Raise your Game CD Programme’, a free place on one of my marketing workshops and an hours free consultancy with me.
It is great to give a little back to others and to help young people!
I have been a big fan of Robert Cialdini and his six principles of persuasion for many years.
I originally became familiar with his work years ago through, “Influence: The Psychology of Persuasion”. It’s a must read. It gave me useful tools to use for marketing to others. Influencing others isn’t luck or magic –
Influencing others isn’t luck or magic – it’s science. There are proven ways to help make you more successful as a marketer. Scientifically Proven Ways to Be More Persuasive’, a book he co-authored with Noah Goldstein, a professor at the University of Chicago School of Business, and Steven Martin, Director, Influence at Work. The authors “relied entirely on the significant body of research from the study of social influence and persuasion” to suggest ways you can improve outbound messages and office interactions to get the results you want.
The Science behind the Principles “People’s ability to understand the factors that affect their behaviour is surprisingly poor,” Cialdini says. Most people can’t explain why they made a particular decision. But Cialdini can. And being able to identify the underlying factors that influence decisions mean we also understand how to use them to get more positive responses.
Be forewarned, though: The knowledge you’re about to receive shouldn’t be used to push shoddy goods or set unfair prices. “When these tools are used unethically as weapons of influence … any short-term gains will almost invariably be followed by long-term losses.”
Below is a video of Cialdini’s six principles of persuasion.
And the truth is that when buying anything in marketing there are two questions to consider:
What the risk?
What’s the return on investment
Let me give you some examples from our services.
For example – Let’s say you are considering booking on to our LinkedIn workshop. What’s the risk? £69, plus half a day of your time! So, this is a fairly low risk. Question 2 – What’s the return on investment? Well the truth is it depends. I know I client, who made £42,000,000 and many that have made £100,000+ be attending, but I also know others who have not taken any action following the workshop and so have got no sales.
It is the same with buying a new website – If you buy a new website and pay decent money for it, then there is a reasonable amount of risk. However the rewards can also be very high. The big problem that I keep hearing is “we have bought a new website, but we have had no leads at all from it”.
The truth is that the reason behind this lack of success is two fold.
There has been little, or no effort, or cash but into driving traffic to the site
There has been little, or no effort but into CRO (conversion rate optimisation) of the website.